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the national lottery


6 x 2023 World Championships with The National Lottery


We were brought in to devise & deliver an impactful campaign to drive deeper connections with the top Olympic & Paralympic sports and to deliver mass market media output that connected National Lottery players and broader mainstream audiences with the significant investment that has transformed Olympic & Paralympic sport in the UK across all levels.

national lottery summer of sport swimming


  • Creation and delivery of 6x significant ‘made for media’ events to showcase the connection between TNL funding to both elite and community sport in Athletics, Cycling, Swimming, Gymnastics, Para-Athletics & Para-Swimming.
  • Major broadcasters targeted to showcase the strong connection between major events / elite sport and participation opportunities in the local community.
  • Video content designed, created and shared by NGBs, talent & stakeholder channels to reach new audiences of sports fans.
  • Exclusive columns for online and print delivered in the Daily Mirror / Express (Sally Gunnell) & Daily Record (Chris Hoy).
  • 3x ‘How TNL transformed my sport’ films created & aired on giant screens in front of 40,000 fans at the London Diamond League, plus hosted on British Athletics’ channels.
Positive pieces of coverage
Combined circulation
Organic social reach

The Results

  • 1357 pieces of positive media coverage, with a combined circulation of 212 million and an equivalent advertising cost of £4.6 million.
  • TNL branded content posted on third-party / partner social channels achieved an organic reach of 1+ million.
  • Multiple hits & mentions across mainstream media, including BBC Breakfast, BBC R4 Today, Zoe Ball Breakfast Show, BBC R5Live Breakfast, BBC Scotland & the Mail on Sunday.



national lottery summer of sport running

Other work